Abstract:
In this study, the impact caused by influencer marketing to purchase intentions of Gen Z consumers in Jaffna,
Sri Lanka, is investigated. The study focuses on the key influencer characteristics like credibility, consumer
similarity, and message quality, and their effect on customer behavior. Quantitative research approach was
employed and the data were gathered through structured questionnaires from 100 Gen Z respondents. Reliability
analysis, Normality test, Multicollinearity test, Regression analysis and descriptive statistics were used in the
research to examine the interaction between influencer characteristics and buying intentions. The research
indicates that authenticity and trust are strong predictors of buying behaviors while attractiveness and
followership are comparatively weaker predictors. The research suggests that brands appealing to Gen Z must
be more concerned with working with influencers creating value-added, authentic content over sheer measures
of popularity. This study contributes to the existing body of knowledge on influencer marketing dynamics in
the Sri Lankan context and provides managerial implications to organizations that aim to engage young
consumers.
